While most people think of marketing as a tool to generate new customers, it is also a tool used to engage, retain, and up-sell or cross-sell to current customers. For example, in business with a recurring revenue model, such as a Software as a Service (SaaS) company, you make money each month or year off your customers. Think of ShopifyLinks as an example. 

 

1. How do you think they use big data in marketing to their current customers? Please Consider what information would allow them to profit more off their customers and any CRM and/or marketing automation tools that they might use to help them manage this process.